Abstract
The introduction of generics to the U.S. market appears to have launched the retail industry into developing three-tried brand labels. Although it seems certain generics are here to stay in the marketpalce, all of them are not likely to be successful. This study has revealed wide variations in shopper attitude toward various generics.
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Bernacchi, M.D., Kono, K. (2015). Will the “Battle of Brands” Undergo a Structural Change? A Case of Generics. In: Bellur, V. (eds) Marketing Horizons: A 1980's Perspective. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-10966-4_37
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DOI: https://doi.org/10.1007/978-3-319-10966-4_37
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